The Czech brand launched the new label at Hamburg club Thomas Read.
The new 0.33 litre returnable bottle differs from the retail bottles and the new label highlights the logo and reduces some of the graphic elements used on regular labels.
According to a statement from Budvar, “the bottle’s overall design is adjusted to better correspond with the environment of German stylish brand-name restaurants, where lager is sold.”
So far, Germany is the only country in the world where customers can buy the lager in bottles with two different labels.
Budweiser Budvar’s area sales manager for Germany Dominika Kovaříková said: “Despite the fact that our trademark ranks among the most expensive trademarks in Germany with beer consumption on the decrease and the competitive struggle being particularly acrid, we have managed to achieve a more than 9% year-on-year increase in beer sales there. We see other opportunities for advancement in the segment of brand-name restaurants; therefore the special bottle for gastronomy should help us obtain a higher market share in this segment.”
Germany is of key importance to Budweiser Budvar as far as export is concerned, taking a share of 30% of the brewery’s total export.